Goodbye, Temu? Auf Wiedersehen, Shein?

Ultra-cheap platforms like Temu and Shein have flooded Europe with billions of low-value parcels. Policymakers are moving from warnings to wallet-level measures (fees, fines, and taxes) aimed at leveling the playing field, funding enforcement, and curbing harmful practices. As of August 2025, here’s the clear picture of what’s coming and what’s already here.

TL;DR for ecommerce leaders

• EU-level: A €2 handling fee per parcel (or €0.50 for EU-warehouse flows) is proposed, not yet in force, bundled with the plan to abolish the €150 “de minimis” duty exemption. Targeted start for the broader customs overhaul is 2028 (subject to approvals).

• National actions are accelerating:

  • France: up to €5 per item eco-tax in 2025, rising to €10 (or 50% of price) by 2030, plus ad/influencer bans for ultra-fast fashion; also a €40m fine on Shein for deceptive promotions.

  • Italy: €1m fine on Shein for misleading environmental claims.

  • Romania: finance ministry proposed a ~€5 per-parcel fee for non-EU low-value consignments; consumer authority ANPC investigations into Temu/Shein started in 2024.

• DSA enforcement is real: Temu is under EU DSA proceedings with a preliminary finding of non-compliance. Fines can reach 6% of global turnover. Shein and Temu are both designated VLOPs under the DSA.

The Money Moves: Fees, Fines, Taxes

1) EU-wide customs overhaul (proposal stage)

• €2 per parcel handling fee (or €0.50 for EU-warehouse legs) to fund checks on the tidal wave of small parcels.

• Abolition of the €150 duty-free rule to stop abuse and under-valuation.

• Not yet law; needs Council & Parliament approval. Earliest broad implementation targeted by 2028.

2) Member-state monetary actions

• France: “Ultra-fast fashion” bill introduces an eco-score and per-item levy (up to €5 in 2025, €10 by 2030 or 50% of price) plus ad/influencer bans; €40m fine against Shein for deceptive pricing practices.

• Italy: €1m fine against Shein for greenwashing/misleading environmental claims.

• Romania: Proposed ~€5 parcel fee on non-EU low-value packages; ANPC probes Temu/Shein for unfair practices.

• Austria: Retail groups and NGOs pressing for parcel levies and tighter controls at EU level (advocacy rather than enacted tax so far).

Beyond Money: Enforcement & Platform Rules

• Digital Services Act (DSA): Both Temu and Shein are Very Large Online Platforms, facing obligations on risk assessments, algorithmic transparency, and illegal product mitigation. The Commission opened formal DSA proceedings against Temu (Oct 2024) and issued a preliminary finding of breach (July 2025). Penalties can be up to 6% of global revenue.

• Customs & safety checks: The Commission is pushing tighter checks on cheap imports from marketplaces to improve safety and fair competition ahead of the full customs reform.

• Advertising bans: France’s bill bans ads and influencer promotion for ultra-fast fashion alongside the eco-tax.

Country-by-Country Snapshot

Note: This table lists publicly documented measures we could verify as of Aug 22, 2025.

What this means for European retailers

1. Cost parity improves
   Ending de minimis and adding a handling fee should narrow the cost gap with non-EU sellers that have leveraged micro-parcels and under-valuation. Expect less aggressive price undercutting if/when reforms take effect.

2. Marketplace hygiene rises
   DSA enforcement (and national consumer actions) will push platforms to police illegal/unsafe goods and clean up dark-pattern UX, reducing the race-to-the-bottom on quality.

3. Marketing shifts
   France’s ad/influencer bans could drain growth levers for ultra-fast fashion and drive consumers toward trusted local brands with better compliance and service.

Timeline to watch

• Now–2026: Heightened checks and DSA enforcement (Temu case ongoing).

• 2025–2027: Member-state fines/taxes continue (France eco-tax ramp; Romania proposal; others may follow).

• By 2028 (target): EU customs overhaul including €2 fee and de minimis removal (if adopted).

Conclusion: A Fairer Playing Field Ahead

Big changes are coming to how cross-border ecommerce works in Europe. The EU’s planned customs overhaul — with a €2 per-parcel handling fee and the end of the €150 duty-free rule — is still in the proposal stage, but many countries aren’t waiting. France, Italy, Romania, and others are already introducing their own parcel fees, eco-taxes, fines, and advertising restrictions.

For European retailers, this could mean a more balanced marketplace. Non-EU platforms that have relied on tax breaks, undervalued parcels, and lighter rules will soon face higher costs and stricter checks.

Add in the Digital Services Act and tougher consumer protections, and Europe is moving towards a cleaner, safer, and fairer ecommerce ecosystem. The timelines vary, but the trend is clear: the rules of the game are changing — and local retailers may finally get a boost.